Snapchat has become popular way to share edited selfies, like Kylie Jenner's snap (above)

But now British parents are being warned that children could spend longer than usual on their phones so they don't break the chain.

Mandy Haeburn-Little, Chief Executive Officer of SBRC said: "Smartphones and apps are very much part of growing up in today’s culture – but many parents lack an understanding of the intricacies of these apps.

"What has happened with Snapchat Streaks is that it has created a scoring system – a bit like the compulsion to continue sharing as seen in pyramid schemes - that is now endangering children.

"These ‘streaks’ may seem like a harmless bit of fun; however they have the risk of very quickly spiralling and creating an unhealthy balance between time spent online and offline.